Business GrowthThrough Cross-Promotion

What is Cross Promotion?

When two or more businesses promote their products or services together.

Benefits of Cross Promotion

“There is a tremendous opportunity in partnering with non-competing organizations who have the same target market that you do

to achieve a much broader reach and exposure at a proportion of the usual cost”. –

Susan Sweeney

Benefits of Cross Promotion

Less Expensive than promoting alone:

• Share advertising and marketing costs with partners.» Free referrals from other businesses clients.» Less costs associated with time because partners share

the work load.» Sharing resources with partners.

Benefits of Cross Promotion

Exposure:• Reach potential customers in areas where

competition is nonexistent. • Stand out with eye-catching promotions.• Reach more customers, more often.• Reach customers in your target market that may not

be familiar with your business.• Gain credibility with customers through partnerships

with other successful businesses.

Tips for Cross Promotion

• Find a Partner.• What local businesses are not competitors but target

the same kind of customer?• Does this business have a good reputation?• How much traffic goes through that business daily?• Partner with another owner you may know well at first.

• Pick a theme and Plan Well.• Tie your promotion to a theme.• Most successful promotions are those that are well

thought out.

• Working With Your Partner-• Take the initiative. Make your first cross promotion

more beneficial for your partner than for yourself.– Builds a Strong Relationship.

• Talk your partner into using some of their business network for future cross promotions (perhaps a 3-way promotion)

• Show appreciation for your partners involvement. Treat relationship with your partner as a relationship with a new friend.

• Be straightforward with partners about what resources you are willing and able to put forward for the promotion.

Tips for Cross Promotion

The Facts

• After the Cross Promotion-• Was it successful? • Find out what worked, what didn’t.• Ask yourself how you can make the promotion more

successful next time.• Get ready for the next promotion.

Local Cross Promotional Ideas

• Target Market Includes– Middle to Upper Class– Educated– Busy People– Soccer Moms– Health Conscious

Local Cross Promotional Ideas

• Michigan Athletic Club- i.e 10% off a package if you show your MAC card.

– Near Okemos, Michigan. » Median Household Income: $70,580» 30% of Residents Have College Degree

– Health Conscious– Membership: $1,272 per year plus $395 initiation fee.

• The MAC would be a good cross promotional partner because its members encompass everything you look for in your target market.

– Health Conscious Members– Professionals– Upper class citizens that enjoy the good things in life such

as leisure time. Dream Dinners would allow the members more leisure time.

• Eastwood Towne Center – Average Household Income of people who live within a one mile

radius is $65,069

– Possible Partners:

» LA Weight Loss- i.e. Get a free meal at DD with a weight loss counseling session.

» Hampton Jewelers- buy a certain set of jewelry get a free meal at Dream Dinners

» Bath and Body Works- Buy a lotion set, get 10% of Dream Dinners

» Starbucks- Buy a meal package at DD and get a free Starbucks.

• The Eastwood Towne Center customers have money to spend. Why shouldn’t they spend it on Dream Dinners as well. Why spend more time in the kitchen when you can prepare healthy meals in a fraction of the time at Dream Dinners?

Local Cross Promotional Ideas

Questions/Questions/Comments?Comments?

Student Student NightNight

Michigan State University

Cooley Law School

Lansing Community College

Davenport University

Douglas J Institute

The Target The Target MarketMarket

Students who live in apartments

Students who own houses

Students in dorms with kitchens

Students living in Sorority and Fraternity houses

The Student Market in Lansing, MI

Music

Snacks

Television

Things that appeal to Students

Student Student AtmosphereAtmosphere

Student Friendly Student Friendly ProcessProcess

Ways to adjust pricing and scheduling Wave application fee

Offer less meals per visit

Allow walk-in’s

Reaching the Reaching the StudentsStudents

Flyers

Informational Tables

Facebook Ads

Posters

Promoting the Student Night

Radio Ad

Apartment Complex News Letters

Student Organizations

Questions/Questions/Comments?Comments?

“The Dream Dinners Experience”Interior Enhancements

The Office

Reception Room

Furniture PossibilitiesFuton $210Coffee Table $90Desk $0Computer $0Votive Tray $20Chairs (2) $120Paint (2.5 gal) $55Stand-up Lights (2) $60Plants $35Art/decorations $......

Furniture PossibilitiesFuton $210Coffee Table $90Desk $0Computer $0Votive Tray $20Chairs (2) $120Paint (2.5 gal) $55Stand-up Lights (2) $60Plants $35Art/decorations $......

Furniture PossibilitiesFuton $210Coffee Table $90Desk $0Computer $0Votive Tray $20Chairs (2) $120Paint (2.5 gal) $55Stand-up Lights (2) $60Plants $35Art/decorations $......

Furniture PossibilitiesFuton $210Coffee Table $90Desk $0Computer $0Votive Tray $20Chairs (2) $120Paint (2.5 gal) $55Stand-up Lights (2) $60Plants $35Art/decorations $......

Creating Ambiance

Window Treatments-Wooden Blinds

$29.99

Window Treatments-Jute Window Blinds

$14.99

Window Treatments-Bamboo Rollup Blind

$14.97

Refreshment Area

• A place to relax

• Bar Stools

• Appetizers

• Beverages

Creating A Warm Environment

• Adding Warm Paint

• Epoxy paint. Approx: $50/gallon

• 10’x10’x4 = 1 gal.

• Folding screens to cover dishwashing area

• $59.99

Finishing Touches

1. Move Shelf to Backroom

2. Holding Containers

3. Adding Artwork

4. Comment Card

Finishing Touches

1. Move Shelf to Backroom

2. Holding Containers

3. Adding Artwork

4. Comment Card

$24.99

$9.99

Finishing Touches

1. Move Shelf to Backroom

2. Holding Containers

3. Adding Artwork

4. Comment Card

Finishing Touches

1. Move Shelf to Backroom

2. Holding Containers

3. Adding Artwork

4. Comment Card

Questions/Questions/Comments?Comments?

ContactsContactsFor questions concerning-

Cross-Promotion:•Scott Hedgeshedgessc@msu.eduMobile: (586)651-3922

Student Night:•Stephanie Kalil Kim Plunkett Amy Jacksonkalilste@msu.edu plunket8@msu.edu jacks754@msu.eduMobile: (989) 430-6491 Mobile: (248) 840-8039

Interior:•Jessica Boik Alex Pineau Elizabeth Ellis boikjess@msu.edu pineaual@msu.edu ellisel1@msu.eduMobile: (989) 430-4294 Mobile: (231) 360-2539 Mobile: (248) 765-0816

ResourcesResources

•http://money.cnn.com/best/bpretire/snapshots/30011.html

•http://www.epromos.com/educationCenter/sevenstep.jsp

•http://www.inlandgroup.com/Inlandus/11_6014.html